For too long, the professional nail industry has operated under a “one-shade-fits-all” mentality—especially when it comes to builder gels. After building a successful salon empire in Ghana, entrepreneurs and best friends Nana Chambers and Kokwe Amegavie decided to bridge that gap themselves.
Enter Rooted, a plant-powered, self-care-focused line designed to ensure that every woman—regardless of skin tone—can find her perfect nude. By launching a collection of builder gels in multiple inclusive shades that prioritize nail health (goodbye drills, hello soak-offs!), Nana and Kokwe are proving that high-performance beauty should never come at the cost of inclusivity or wellness. We sat down with the founders to discuss their Ghanaian roots, the importance of “clean” chemistry, and why they’re on a mission to strengthen the nail beds—and the confidence—of women across North America. —Noa Nichol
The “Lightbulb” Moment: You both built a thriving salon business, Polish’d, in Ghana before launching Rooted. Was there a specific “A-ha!” moment at the salon when you realized that the standard one-shade-fits-all builder gel simply wasn’t cutting it for your clients?
Nana: Yes the “A-ha!” moment happened right in the salon chair. At Polish’d, we were creating flawless structures with builder gel and Acrylics, but on deeper skin tones, the standard shades just didn’t complement our clients. They looked pale, ashy, or flat against rich undertones. Our clients will always say how much they love coming to Polish’d, but wish our nude gels matched their skin tones.That’s when we realized the industry wasn’t building for the women sitting in our chairs. So Koko and I decided to do it. Rooted was born to create builder gels and other products that actually enhance brown skin, not just sit on it.
Kokwe: That daily, hands-on experience made us realize that no two skin tones are the same and that inclusivity in nail products isn’t optional, it’s essential. This pushed us to create products that reflect and celebrate diversity. That realization became one of the foundations for our builder gels.
The Nude Spectrum: “Nude” is so much more than a single color. How did you go about developing and naming your various shades of nude to ensure they truly celebrated every possible skin tone?
Nana: We tested across real women, different backgrounds, different lighting, different textures until each shade didn’t just blend – it belonged. As far as the names, we choose words of affirmation, as it speaks to who we are.
Kokwe: Our development process prioritized inclusivity and precision. We tested extensively across a diverse range of women, skin undertones, textures, and lighting scenarios to ensure each shade performed authentically in real world conditions. The naming strategy aligns with our brand philosophy. We selected a language to reinforce identity and empowerment .
Ghanaian Soul: You’ve mentioned that your Ghanaian roots helped shape the brand. Beyond the name “Rooted,” are there specific cultural values or beauty traditions from home that you’ve infused into the brand’s DNA?
Nana: Ghanaian beauty is communal, intentional, and proud. Women gather, beauty is ritual, and presentation is respect. That shaped how we build: with care, excellence, and depth.
Kokwe: Nana and I are deeply rooted in Ghanaian tradition, and that is incredibly intentional in everything we build. Growing up, skincare wasn’t optional, it was a ritual. You simply did not leave the house without moisturizing your skin. Elderly women especially, but even men would immediately point out if your skin looked dry. It wasn’t criticism; it was care. It was a community. It was pride.
Nail Health Heroes: Most people are used to having builder gel “drilled” off, but yours can be “soaked” off. Why was creating a soak-off formula—and keeping it TPA and HEMA free—a non-negotiable for you as founders?
Nana: Creating a soak-off builder gel was about control and care. No aggressive removal. No unnecessary trauma to the natural nail.
And keeping it TPA and HEMA free? That was about long-term trust. Sensitivities are rising, and we refused to build a brand that compromised health for performance.
Kokwe: As founders, we’ve always believed that beauty should never come at the expense of your health. When we looked at the nail industry, we saw a culture that had normalized damage. And for us, that wasn’t good enough.
If you have to drill aggressively to remove a product, you’re not just removing gel, you’re often removing layers of the natural nail. Over time, that leads to thinning, breakage, and dependency on enhancements. We didn’t want our community trapped in that cycle.
The soak-off system allows the product to gently break down without unnecessary trauma. It protects the integrity of the nail plate and supports long-term nail health, not just short-term aesthetics.
Keeping the products TPA and HEMA free was equally important. HEMA in particular is one of the leading causes of allergic reactions in nail products. As founders building for longevity, trust, and inclusivity, we could not knowingly formulate something that increased the risk of sensitivity for nail techs or clients.
The Friendship Dynamic: You are both entrepreneurs and friends. What is the most “complementary” thing about your partnership—who is the visionary dreamer and who is the logistical mastermind?
Nana: We complement each other by design.One of us naturally sees five years ahead, brand, vision, big moves, global scale. The other sees the blueprint systems, margins, execution, and how it actually lands.
Kokwe: If I’m honest, the most complementary thing about our partnership is that we are wired completely differently and that’s our strength and superpower.
I would say I’m the visionary dreamer, and Nana is the logistical mastermind and that balance is exactly why this works. And the truth is, one doesn’t work without the other.
Without vision, you stay small. Without structure, you collapse under growth. What I love most is that we don’t try to outshine each other. We honour our lanes. We ignite and anchor each other all the time and these roles change every so often .
That dynamic of dreamer and builder is what allows us to not just launch ideas, but sustain them
The “Everyday Luxury” Serum: Your Nail & Cuticle Growth Serum is a clean beauty standout. If you were stranded on a desert island and could only bring one Rooted product to keep your self-care routine intact, would it be the serum or the SPF Hand Cream?
Nana: I’m bringing the Everyday Luxury Serum — no hesitation. Because even on a desert island, growth doesn’t pause.The serum represents our philosophy: consistent care, clean ingredients, long-term results. It strengthens what’s already there instead of masking it. That’s real luxury. SPF protects, yes, but the serum transforms. And if I’m stranded, I’m choosing transformation over maintenance. Very on brand for us: Nourish first, glow naturally.
Kokwe: I would absolutely choose our Rooted Hydra Shield SPF because protecting your skin is non-negotiable. No matter the season, location, or skin tone, daily SPF is one of the most important steps in any skincare routine.
Hydra Shield doesn’t just protect — it hydrates, shields, and preserves. It helps guard against harmful UV rays that cause premature ageing, hyperpigmentation, sun damage, and uneven skin tone, while keeping the skin nourished and radiant. SPF is your daily insurance for good skin
Inclusivity in 2026: We often hear about inclusivity in foundation and concealer, but less so in nail care. Why do you think the nail industry has been so slow to catch up, and how does Rooted plan to lead that change across North America?
Nana: The exclusion was obvious. Nail care hid behind clear, pink, and red. So inclusivity was delayed, not because it wasn’t needed, but because it wasn’t demanded loudly enough. For us, leading that change across North America means three things: First, reformulating with intention that is shades that respect undertones, not just depth. Second, clean chemistry, because inclusivity also means safe ingredients. And third, education, equipping nail techs and retailers to understand that “nude” is a spectrum, not a default. We’re not just adding shades, we’re redefining the standard.
Kokwe: The nail industry hasn’t been given much attention as an extension of personal identity, rather it’s been perceived as an add-on. Rooted is changing that intentionally by leading with education and making inclusivity the standard .
And The Global Vision: Now that Rooted is popping up in salons and spas across the continent, what is the ultimate “dream location” where you’d love to see a Rooted bottle on the shelf?
Nana: Saks and Bergdorf Goodman. And beyond retail, we would love to see Rooted inside the spas at Four Seasons Hotel properties across North America where clean, elevated self-care is the standard.
Kokwe: Nana and I will be overjoyed to see Rooted on shelves in North America especially in spaces like Sephora and Nordstrom. It would be a powerful moment to bring a brand born out of Africa into a global beauty conversation and make inclusive nail and skin products accessible on that scale.
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